Social Media Analytics Strategy: Using Data to Optimize Business Performance

by April Ursula Fox

Overview

This book shows you how to use social media analytics to optimize your business performance. The tools discussed will prepare you to create and implement an effective digital marketing strategy. From understanding the data and its sources to detailed metrics, dashboards, and reports, this book is a robust tool for anyone seeking a tangible return on investment from social media and digital marketing.

Social Media Analytics Strategy speaks to marketers who do not have a technical background and creates a bridge into the digital world. Comparable books are either too technical for marketers (aimed at software developers) or too basic and do not take strategy into account. They also lack an overview of the entire process around using analytics within a company project. They don’t go into the everyday details and also don’t touch upon common mistakes made by marketers.

This book highlights patterns of common challenges experienced by marketers from entry level to directors and C-level executives. Social media analytics are explored and explained using real-world examples and interviews with experienced professionals and founders of social media analytics companies.

What You’ll Learn

• Get a clear view of the available data for social media marketing and how to access all of it

• Make use of data and information behind social media networks to your favor

• Know the details of social media analytics tools and platforms so you can use any tool in the market

• Apply social media analytics to many different real-world use cases

• Obtain tips from interviews with professional marketers and founders of social media analytics platforms

• Understand where social media is heading, and what to expect in the future

Who This Book Is For

Marketing professionals, social media marketing specialists, analysts up to directors and C-level executives, marketing students, and teachers of social media analytics/social media marketing

Product Details

ISBN-13:	9781484283059
Publisher:	Apress
Publication date:	07/13/2022
Edition description:	2nd ed.
Pages:	317
Product dimensions:	6.10(w) x 9.25(h) x (d)

About the Author

April Ursula Fox comes from a background in business, general and social media marketing, data analytics, and educational psychology, delivering analytics solutions and specialized training to global organizations and marketing agencies around the world. With names such as Auad, Oracle, Samsung, Peugeot & Citroen, Danone, Nestle, Ogilvy, Leo Burnett, Havas, among many others, April has expanded the understanding of data gathering and analysis with significant impact to the workflow and performance of data-infused teams.

Today, April is moving further into the educational aspect of her work, dedicated to studies in educational psychology and all of the components that affect human learning and growth. Within this new focus, April understands that despite our incredible technological evolution, there is still a key human component that will ultimately make or break the performance of an individual or a team. Such interest moves April into the pursuit of the understanding of the intersectionality of the components of the human condition, or how all aspects of our lives will affect us within different contexts of performance. These studies will likely inform our future technological developments, and the way we learn and become experts in using technology to enhance our living experience.

Table of Contents

Part I: Data

Chapter 1: Social Media Data

Chapter 2: From Data to Insights

Chapter 3: Luis Madureira

Part II: Defining Analytics in Social Media and Types of Analytics Tools

Chapter 4: Analytics in Social Media

Chapter 5: Dedicated vs. Hybrid Tools

Chapter 6: Alexander and Frederik Peiniger

Part III: Differences of Social Media Networks

Chapter 7: Social Network Landscape

Chapter 8: Tam Su

Part IV: The Analytics Process

Chapter 9: The Analytics Process

Chapter 10: Armando Terribili

Part V: Metrics, Dashboards, and Reports

Chapter 11: Metrics

Chapter 12: Dashboards

Chapter 13: Reports

Chapter 14: Milan Veverka

Part VI: Strategy and Tactics

Chapter 15: Strategy

Chapter 16: Tactics

Chapter 17: Michael Wu

Part VII: The Future

Chapter 18: Prescriptive Analytics

Chapter 19: The Future of Social Media Analytics